Carrefour has announced the launch of a strategic partnership with Meta (formerly Facebook), which will be developed in the nine integrated countries of the group (France, Italy, Spain, Romania, Poland, Belgium, Taiwan, Argentina and Brazil). The partnership will cover many aspects of Carrefour’s business, from internal communication and employee experience to customer relations, digital advertising and digitization of brochures, local communication and social commerce. It will include multiple Meta platforms and services: Facebook, Instagram, WhatsApp, Messenger and Workplace.
As part of Carrefour’s ambition to offer the best digital experiences, Meta will integrate Carrefour into its mobile experience development programs. To digitize its customer experience, the group will also work with Meta to offer instant and more personalized experiences through the WhatsApp and Messenger platforms. What’s more, Carrefour will allow store managers to access local communication tools to activate Meta’s platforms in their area of influence, in order to support the acceleration of local digital marketing.
In line with the boom in live shopping and new consumer models, Meta will also support Carrefour in the development of its electronic catalog offering using personalized tools and innovative formats. Carrefour and Meta are already working together to digitize the promotion through the WhatsApp Business API. The digitization of brochures responds to new consumer expectations, as 70% of French people prefer digital brochures to paper, according to a recent Ipsos study for Meta.
The two companies will also develop a joint offer of campaign segmentation and measurement within Carrefour Links, the Carrefour platform that brings together all distribution media solutions to improve the effectiveness of advertising campaigns. Carrefour also takes an important step in its internal communication strategy by announcing the planned deployment of Workplace, Meta’s business communication tool, among its 320,000 employees.
Workplace is expected to roll out progressively across the enterprise and in its integrated countries. The goal is to enable employees to create communities and make use of the familiar features of social media in their daily work life to better communicate with each otherregardless of their position in the group, their business unit or the country in which they are located. By eliminating silos and connecting everyone, Workplace will allow Carrefour employees to have more direct relationships and spend more time directly serving customers. Finally, Carrefour will begin to explore with Meta the opportunities that virtual reality could create for employee training.
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